Are you doing Text Message Marketing?

15 years ago

Hello Jay

There's certainly money to be made there. Many companies already use it.

It's worth remembering that many people have to pay to receive SMS messages as well as send them and that many countries have strict regulations regarding the use of SMS, particularly when there is a cost to the end-user.

Don't regard it as a "email is dead, long-live SMS" scenario. They are very different beasts.

Cheers,

Neil

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Eric Stanley

15 years ago

I've personally introduced a few of my clients to SMS marketing techniques. Everything from call to actions on in store signage to public ads -- and they LOVE it. I foresee the move to mobile, once adoption rates warm up, as the 'next' marketing push.

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BeachCruzer

15 years ago

This is an interesting concept but I know that some mobile phone subscribers pay for a text message such as Cingular which if you're not on one of their plans, can cost up to 20-cents.

I hope others post their thoughts--

Michael Cruz

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Derek Pankaew

15 years ago

I'm part of a spiritual community in my area that uses text messages to inform people of events. They also do it by email.

It works great for them, because the whole community feels like a family. When I get a text from them, it feels like a friend's texting me to remind me of a cool party we're all going to.

Except they probably blast it out to 50+ people at once and ensure that they pack their events. Very effective.

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Imran Naseem

Banned 15 years ago

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Eric Stanley 15 years ago

Originally Posted by Imran Naseem

Most people tend to delete SMS text based marketing. I know I have.

Might work in long-term..

This is precisely why a double optin mechanism needs to accompany ANY SMS marketing campaign, to ensure that the prospect wants to hear from the company.

There is nothing worse than an unsolicited SMS message, nothing.
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chrisc58

15 years ago

Hi there,

I think this is very good.

SMS Marketing is big and will grow. Like e-mails people have to open them to see what it is just like advertising door to door (leaflets) people have to look before deleting or throwing away.

I think this will be good but people will eventually get annoyed and bored like they do with e-mails and door to door.

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Thomas 15 years ago

Originally Posted by chrisc58

I think this will be good but people will eventually get annoyed and bored like they do with e-mails and door to door.

Whatever about the U.S., the problem with SMS messaging (and similar practices) in Europe is that that period of extreme annoyance has come-and-gone as long as 7 or 8 years ago (or even longer, in some cases) and, as a consequence, there has been some VERY strict legislation introduced across the European Union surrounding the practice of mobile marketing.

That's not to say it isn't effective anymore but, if you get it wrong, a €3,000 fine per SMS (as is the case in Ireland, where the fine is smaller than many other E.U. countries) might be the least of your problems. Also, the fact that you must provide an opt-out option with every contact limits the space you have for your message, as does the fact that you cannot text a customer (at all) after a certain post-purchase period.

It can be very profitable (when done legally) but, if there are any Europeans thinking of starting a mobile marketing campaign, please DO NOT implement any practices recommended by Americans without having the legalities checked first. A lot of stuff that's legal over there is most definitely NOT legal over here!

Tommy.
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- Neil Morgan 15 years ago
  
  So true Tommy. It's the same here in the UK with all the scandals that have taken place involving organisations that should know better.
  
  For UK Warriors, here's a link to the UK's regulatory body - the one that handed out multi-million pound fines to a certain breakfast TV company:
  
  PhonepayPlus - welcome to the PhonepayPlus home page
  
  Cheers,
  
  Neil
  
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  Andy Money 15 years ago
  
  It'll be interesting to watch it all evolve...
  
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Melody

15 years ago

I've been in the text marketing niche offline for almost 2 years, and we have two different services under our own label.

This is one area where offline businesses are WAY ahead of IM - virtually every major offline brand - from Coca Cola to Nike - already had mobile marketing as part of their overall marketing strategy.

But the thing that needs to be made clear is that SMS is very much like email in that legally - you can only send your marketing msg to an OPTIN subscriber - and double opt-in (again like email!) is even better.

ALSO - and this is HUGE - if you are offering your subscriber the chance to join your SMS list - you MUST use an appropriate disclosure to let your subscriber know that they may be subject to a charge by their carrier based on their individual plan. Failure to post the appropriate disclaimer can result in fines and losing your SMS service. (I say appropriate rather than posting it here because it depends on the gateway you are using and the carriers involved).

Last but not least - text messages actually have a higher 'read' rate than multi-media and graphic messages. Text messages have a 95% read rate.

For IM, SMS is NOT meant to replace your email campaign or newsletter - it's meant to complement it. The two working together can really produce some amazing results.

It's already a highly competitive marketplace - and you want to make sure that any service you use is a legally compliant system - requiring the subscriber to opt-in, and if possible - double opt-in.

It's definitely hot offline and is starting to pick up online. Rich Schefrin is using it - so I am sure it will start picking up steam with the IMers!

Melody

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Jagged

15 years ago

Originally Posted by Melody

I've been in the text marketing niche offline for almost 2 years, and we have two different services under our own label.

Hi Melody,
your own label, it would be good for ths offline marketing....like to restaurants, deli's, places like that?
or do you cater to larger audiences...

Thanks...

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Melody

15 years ago

Originally Posted by Jagged

Hi Melody,
your own label, it would be good for ths offline marketing....like to restaurants, deli's, places like that?
or do you cater to larger audiences...

Thanks...

We have two distinct services - one is a 'no frills' service geared towards businesses that need to send a large number of msgs to a list a couple of times a week for a one monthly flat rate. This is good for IM and for certain types of offline businesses, such as bars, stores, restaurants. The other service has a per msg fee - but it's a full feature system with autoresponders, message scheduling capability, mobile website creation etc. It's perfect for real estate, doctors, dentists, auto, etc - people sending to a smaller group that are more interested in the features (and the cost is still very low).

The website in my sig file is the system that was designed for IM - if you are interested in the systems we use for offline businesses, the plans are outlines at Mobile Text Services

And yes, we will have an affiliate program shortly for both programs - in fact - if anyone can recommend a good 2 tier affiliate management program - let me know!

But BOTH services require the customer to opt-in. Too risky to not follow the regs - and it IS the requirement. Legally - mobile txt follows under the CAN-spam regs.

Melody

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Ram

15 years ago

Haven't used it yet, but we are studying it. The thing is, all of our advertising spend is geared to driving prospects to an opt-in page. Not quite sure how to do that legally with mobile.

Ram

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jmidas

15 years ago

I don't know if a reliable form of opt in page is out there yet - at least as for as a double-type of opt in, but we looked at this for our offline clients and came to the conclusion that there must be some sort of absolute permission, as some folks (as mentioned above) pay for each message and could end up ticked off at being billed for you to market to them.

That said, we see a great opportunity as a way to deliver coupons and OTO's - as long as they agree to get the message.

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Melody

15 years ago

Originally Posted by jmidas

I don't know if a reliable form of opt in page is out there yet - at least as for as a double-type of opt in, but we looked at this for our offline clients and came to the conclusion that there must be some sort of absolute permission, as some folks (as mentioned above) pay for each message and could end up ticked off at being billed for you to market to them.

That said, we see a great opportunity as a way to deliver coupons and OTO's - as long as they agree to get the message.

It has nothing to do with your sign up form on your web page - it has to be built into the system itself.

For example, with our broadcast service - the customer does not optin in through a web based form - the subscription details are posted on the web page, but the customer must actually send a text message to our server, then they receive a response back - and the customer must then send back a response to confirm they want to join.

So the customer is very involved in sign up process - and the merchant cannot add any phone numbers directly to the system, so the possibility of spamming is really almost zero.

Forced compliance!

Melody

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momo4444 15 years ago

Originally Posted by Melody

and the merchant cannot add any phone numbers directly to the system, so the possibility of spamming is really almost zero.

Forced compliance!

Melody

Melody... are there some systems that let you add the phone number directly?
The reason I'm asking is because I'm working with a pharmacy that would like to
text a message when the order is ready. So the clerk would need to ask for the
mobile number or the customer would need to fill out a form.

I also wonder if there is easy way to "transfer" the mobile number over to the
SMS system? A way to intergrate their POP (cash register or computer
program) into the SMS system?
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Melody

15 years ago

Originally Posted by Ram

Haven't used it yet, but we are studying it. The thing is, all of our advertising spend is geared to driving prospects to an opt-in page. Not quite sure how to do that legally with mobile.

Ram

You can collect both the email and mobile numbers at the same time and use both to maintain contact with your subscribers. SMS is best used in conjunction with your email campaign to maintain contact with your subscribers. Think in terms of special offers, short term sales (buy now - price increase in 12 hrs!)

For offline businesses, it's easier to 'reach out' and get customers to sign up because they can place a physical ad in front of the customer in their place of business - table tents to sign up for a VIP list (think happy hour or daily lunch specials!)

We just signed a local business that owns 75 well known fast food locations - they are using table tents, register receipts, inserts in the drive through bags, and posters in their stores.

Melody

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VegasGreg

15 years ago

Originally Posted by Melody

For offline businesses, it's easier to 'reach out' and get customers to sign up because they can place a physical ad in front of the customer in their place of business - table tents to sign up for a VIP list (think happy hour or daily lunch specials!)

We just signed a local business that owns 75 well known fast food locations - they are using table tents, register receipts, inserts in the drive through bags, and posters in their stores.

Melody

That's exactly what I was thinking of. Local bars can send out a quick text on Friday at 5pm when people are just getting off work to remind them of the "Happy Hour" specials.

So many variations of that type of use for the "Offline Gold" followers!

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Eric Stanley

15 years ago

Originally Posted by VegasGreg

That's exactly what I was thinking of. Local bars can send out a quick text on Friday at 5pm when people are just getting off work to remind them of the "Happy Hour" specials.

So many variations of that type of use for the "Offline Gold" followers!

Absolutely! A few of my clients are small pizza and sub shops near the University that are open until 3-4AM on the weekends. When the crowds exit stage left from the bars, at around 2:05 AM, a killer deal goes out via SMS to those on the list. This is but a tiny, tiny example of the power of mobile.

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Jonathan Heusman 15 years ago

From what I have seen, text marketing would be most effective if you were to offer a freebie to get a person on your list, then market to them from there. I have never seen friends or family respond well to hard-sell marketing. Just my 2 cents.
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- mojoisland 15 years ago
  
  Like with anything new people will be afraid. Mobile Marketing if used responsibly is a powerful tool in Online and Offline marketing. To say that it is spam or that people won't want to receive messages on their phones or to make blanket statements about Mobile Marketing only shows a lack of understanding of the industry.
  Many businesses in the US are using Mobile Marketing and quite successfully. Nightclub and Bar just had a front page piece on nightclub.com about Mobile Marketing and it's rise in the industry. The deomcrates and Pres. Obama used it with great success as well.
  If used responsibly, i.e. double opt-in campaigns, most businesses will see big results for a relatively small monthly fee. Although there are companies out there that are charging thousands of dollars every month to Blue chip companies and Wall Street Players.
  It is still in it's infancy here in the U.S. but all the signs are forcasting that with continued regulation and responsible practices Mobile Marketing will grow exponentially in the upcoming years.
  
  Cheers!
  Robert
  
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Eric Stanley

15 years ago

To the concerns above as in the case in the UK & Ireland, this is precisely why best practices are not advised, they are required if you plan to do ANY type of mobile marketing.

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Barry Goss

15 years ago

We use it as an "Notification Option" for our Simulcast registrants:
LWL Webcast | Hear from Them LIVE - Free Simulcast Events

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JMLebeau

15 years ago

I'd love to try SMS marketing as well and to implement it in my client's business. Anyone has leads where I could go for canadians's sms providers or something like that?

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ongdaniel77

Banned 15 years ago

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Melody 15 years ago

Originally Posted by ongdaniel77

It's not opt in marketing. Just like spam emails.

Wrong - what you are getting is spam and is illegal. That is NOT what this thread is about. It's about the LEGAL use of SMS for LEGAL marketing purposes to people that have requested to join your list.

SPAM is illegal - whether it's email or SMS.

I suppose all the email you get is spam, too, right?

You can't condemn all uses of SMS just because a few idiots use it for spam anymore than you can say that all email is spam because some morons send spam by email.

Text marketing has legitimate uses and is one of the fastest growing areas for advertising right now.

Melody
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Thomas

15 years ago

Originally Posted by Thomas

... a €3,000 fine per SMS (as is the case in Ireland, where the fine is smaller than many other E.U. countries)...

Just checked: my information is out-of-date; it's now €250,000 and/or 10% of your turnover. And, it seems one of the largest "mobile marketers" in the country is about to face 60 such charges.

That's going to hurt!

Tommy.

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Are you doing Text Message Marketing?

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